We like this ad from Cancer Research UK. I know that sometimes the temptation (or the internal pressure in the creative department) is strong to do something sensationalist or creatively overly clever on a brief like this. To their credit, the people responsible have kept it simple, and in doing so have created something that feels powerful and real. As we've said before, sometimes the smartest thing an agency or creative can do is to get out of the way of the communication. The best creative work doesn't always look like creative work. Hats-off to those involved.
Number 63 in our Bernbach series...
“It is ironic that the very thing that is most suspect by business, that intangible thing called artistry, turns out to be the most practical tool available to it. For it is only an original talent that can vie with all the shocking news events and violence in the world for the attention of the consumer.”
As you may now by know, we're huge fans of Howard Luck Gossage and his work. It's inexplicable really that he isn't more widely lauded in the ad industry. We recently got hold of a copy of Steve Harrison's new book about HLG - more on that next week. Anyway, have a read of George Tannenbaum's post about the book and HLG - in it he quotes Jeff Goodby's excellent line about Gossage (I'm not going to repeat it here, you'll have to read George's post). In the meantime, here's a Gossage ad to be getting on with.
Classic commercial for Spam which uses the hard-to-dislike jingle “You don't say ham, you say Spam”. We miss a good jingle. Whilst on the subject of Spam, have a look at their website - it scrolls upwards and has a likeable oddness to it: HERE.
Number 60 in our Bernbach series...
“The fragile structure of logic fades and disappears against the emotional onslaught of a hushed tone, a dramatic pause, and the soaring excitement of a verbal crescendo.”
I've seen this going around the internets a bit today. Apparently it’s a message that greets new employees to Apple. It mirrors the Sell! Sell! approach very closely. Apart from the bit about weekends, of course.
From this guy.
From this guy.